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Older cars the target in Dixon initiative

Dixon Motors is targeting drivers of older cars with a new servicing scheme designed to win back market share from fast-fits and independent garages.

Called Dixon 4 U, the programme offers two separate support packages to motorists whose cars are no longer covered by the manufacturer's warranty.

“When cars fall out of the warranty period, some owners have the tendency to take their vehicles to an independent garage or fast-fit because they think the service offered is cheaper,” says Dixon Group aftersales manager Michael Hunt. “This is often a false economy as these establishments don't always have the right tools and equipment to service modern cars.”

Dixon's venture is the latest in a wave of initiatives by franchised retailers and car manufacturers to attract customers with older cars into dealerships.

The scheme will be introduced at all five Dixon dealerships in Doncaster, and if successful will be rolled out to the company's 60-strong network. The most basic servicing offer costs £39.95, while a more sophisticated package costs £79.95.

Meanwhile Dixon Motors has closed its Riossi motorcycle network, selling seven sites and shutting the remaining 13 outlets, making 350 staff redundant. The Riossi brand has been bought by The Scooter People, which also acquired the Doncaster site. Farnborough, Clapham, Purley, Great Portland Street and Southampton were sold to Infinity Motorcycles, and Tamworth to an unnamed buyer.

As reported in AM June 13, disposing of the bike arm to concentrate on car retailing was always part of the strategy when Lombard acquired Dixon Motors.

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